This Cancer Hospital Campaign Aims to Put Itself Out of Business


This month, the Seattle Cancer Care Alliance will launch and new TV, radio and online campaign created by Seattle-based Frank Unlimited that centers not on curing or even alleviating cancer, but on prevention.

While that would be a predictable direction for a public service campaign but not so much for a healthcare advertiser whose bread and butter, so to speak, is cancer treatment. Nevertheless, the campaign represents upwards of 35% of Seattle Cancer Care Alliance's total 2014 marketing budget. Called "Do One Thing," it promotes cancer risk-reducing lifestyle changes that people, especially adults 45+ and especially women, can make on their own, without participation in any hospital program.

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by Steve Hall    May-30-14    
Topic: Cause

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